META ADSGUIDES

Practical guides to paid ads for ecommerce brands, from Nuver founder Manu Verma. Each one starts as a video and goes deeper in writing: the setup, the numbers and what we'd do in your account.

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4:01StructureHow to structure Meta ads for a subscription brandRun one CBO scaling campaign whose only exclusions are active subscribers and anyone who purchased in the last 90 days, so it goes after new and lapsed customers. Let the creative do the targeting, with lots of different ads built around the reasons people buy. Test new ads in a separate ABO campaign, judge them on new customer revenue in a third-party attribution tool, and move only the best into the CBO.
5:14ScalingHow to scale Meta ads on a small budgetAim for enough budget to get 50 conversions a week, which is your CPA times 7, per day. If you're just starting out, $100 per day is the lowest that works. Put it into one CBO scaling campaign with around 20 genuinely different ads, test new ads in a $50 per day ABO ad set, move the winners across after a week, and only ever raise the budget on the CBO.
4:38TrackingWhy ad platforms miss your sales, and how first-party tracking fixes itEvery ad platform puts its own pixel in your customer's browser, and browsers now block those pixels or wipe their cookies, so Meta, Google and TikTok often miss 20 to 30% of your sales. The fix is first-party data infrastructure, one tracking setup you own on a subdomain of your website that sends events server-side to every platform and remembers customers on your own server. The platforms then see close to all of your sales, so they learn from the full picture and scaling gets more stable.
4:52TestingABO vs CBO for Meta ads, and how to use both to scaleYou don't have to choose between ABO and CBO. Run an ABO campaign for testing, with each batch of 5 to 10 new ads in its own ad set budgeted for around 50 conversions a week, and a CBO campaign for scaling that holds your proven winners. Keep the testing budget flat, move winners across each week, and only raise the budget on the CBO.
5:40TestingWhy is my Meta ads performance so inconsistent?Inconsistent Meta ads performance usually comes from fighting the algorithm in two ways, testing one ad per ad set so nothing exits the learning phase, and constantly turning ads off, which resets learning. Consolidate testing into one ad set funded at your target CPA times 7, per day, with 5 to 10 genuinely different concepts, and judge performance at the ad set level instead of the ad level.
4:09StructureHow to structure a Meta ads account for testing and scalingConsolidate the account into two campaigns with two jobs. A testing campaign with a fixed budget of your target CPA times 7, per day, testing 5 to 10 completely different concepts at a time, and a scaling campaign that holds your proven winners and is the only place you raise the budget, by 20 to 30% every two to three days.

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